Customer recovery is easy to measure. Both retention and recovery are gold mines. They don't cost a lot of money. Check out the great example from a book club.
The people you talk to already know you and your products. It just takes a little thought, corporate commitment and a relatively minimal budget. Believe it or not, very few companies actually do anything about it.
What's happening at your company? Want to chat about it? E-mail me. I'd love to hear about it.
LOIS K. GELLER is president of Mason & Geller Direct Marketing, a direct response agency in New York City. Mason & Geller creates direct marketing plans, direct mail campaigns, direct response commercials and other offline and online strategic services. Questions about direct marketing? Visit www.masongeller.com, or e-mail firstname.lastname@example.org.